A company wants to aggressively increase its market share

Increase market share

The client

A large multi-national company in the medical technology field wanted to launch a new B2B and B2C marketing effort to increase its market share.

Challenges

  • A wide information gap existed regarding knowledge, attitudes, brand image and brand loyalty in light of competitive offerings.

  • They wanted recommendations for a game-changing marketing strategy.

 

Solution

  • Qualitative marketing research was conducted with 3 key target groups in major cities across the country.

 

Results

Insights from the research were used to make recommendations for a new approach to the market:

  • Consumer and customer segmentations were developed.  Profiles were developed for each segment, as well as associated messaging.

  • A disruptor go-to-market strategy was devised, with PUSH and PULL components.

  • An umbrella strategy for the brand was developed, which involved patient advocacy and community leadership.